1. The Enrolment Turnaround
01 — The Context
When I took on marketing responsibility for a cluster of three schools within the Taaleem group, I inherited a clear challenge. Historically, these schools had a high concentration of one nationality, and the objective was to broaden the student mix by increasing enrolment from other nationalities. It wasn't just a marketing brief, it was a positioning challenge. And to make it more complex, these schools were new to the market and had historically missed their enrolment targets.
02 — What I did
A 360-degree approach to every campaign!
My role wasn't just to plan campaigns but it was to make sure the entire brand experience told the same story, everywhere, all at once.
It started with the thinking: identifying the key messages that would truly resonate with our target audience, and one that aligned with the brand restrictions as well. Once we had that clarity, the job was to make those messages consistently woven in every content across social media, the website, and through every touchpoint in the audience journey. Every platform had its own language and format, but the story was always the same.
The brand was also relatively new to the market, which meant awareness and frequency weren't optional.
Getting noticed required showing up across both online and offline touchpoints. But offline spending had to earn its place. Every outlet was evaluated not just for reach but for commercial sense — the right location, and the right audience density. Because visibility without commercial discipline is just noise.
That kind of consistency across every channel online and offline is what turns a campaign into a brand, and a brand into something people trust.
As a result, campaigns were built on strong foundation and regular tracking and sourcing of insights from every touchpoint helped improving precision, strengthening engagement quality, and driving more intentional conversions across priority audiences.
03 — Results
We managed to overachieve the enrolments target for two out of three schools with noticeable improvement in recognition for the third school.